# Real Eel Soft Drinks Fishy Japanese Drinks By Cowbag | Published 2008-08-13 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/eel-tasting-soft-drinks-new-drink-thats-a-bit-fishy References: [weirdasianews](http://www.weirdasianews.com/2008/08/08/theres-something-fishy-in-that-soda/) URGH. The Japan Tobacco Company has launched a new drink called *Unagi Nobori* which, in English, translates to ‘*Surging Eel*’. The fishy beverage went on sale in August, the country'’s official [eel-eating season](https://www.trendhunter.com/trends/american-unagi). The yellow coloured drink is said to look a bit like urine (mmm, delicious) but if you were to drink it, that would be the least of your worries. *Unagi Nobori* contains extracts from the head and bones of eel, plus five vitamins that are contained in the fish. The drink costs about 1/10 as much as broiled eel, but is said to taste very similar. Eel is, of course, a sought after delicacy in Japan. "It’s mainly for men who are exhausted by the [summer’s heat](https://www.trendhunter.com/trends/new-boost-drinks)," a spokesperson for the makers, Kazunori Hayashi, said. The bit I am really confused about is why this is aimed at men. Are they the only people brave or mad enough to try it perhaps? ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 5% | Activity: 40% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What Makes This Trend Stand Out - **Unconventional Beverages:** Opportunity for disruptive innovation in developing unique and unexpected drink flavors. - **Alternative Ingredients:** Opportunity for disruptive innovation in using unconventional ingredients to create new food and beverage products. - **Gender-specific Marketing:** Opportunity for disruptive innovation in targeting specific genders with unique product offerings. ### Sectors Adopting This - **Beverage Manufacturing:** Opportunity for disruptive innovation in creating unconventional beverage products and flavors. - **Food Industry:** Opportunity for disruptive innovation in introducing alternative ingredients and flavors to food products. - **Marketing and Advertising:** Opportunity for disruptive innovation in developing targeted marketing strategies based on gender-specific product preferences. ## Related on Trend Hunter - [Eel-Flavored Instant Noodles](https://www.trendhunter.com/trends/nissin-mystery-unagi.md) - [Cell-Cultured Unagi Eels](https://www.trendhunter.com/trends/forsea-foods.md) - [Umami-Packed Dashi Beverages](https://www.trendhunter.com/trends/cocacola-japan-1.md) - [Superhero Anime Energy Drinks](https://www.trendhunter.com/trends/sneak-energy.md) - [Cold Ramen Drinks](https://www.trendhunter.com/trends/drinkable-ramen.md) - [Japanese Energy Drink Variants](https://www.trendhunter.com/trends/red-bull-power-pack.md) - [Umami-Heavy Lemon Drinks](https://www.trendhunter.com/trends/suntory.md) - [Functional Electrolyte Energy Drinks](https://www.trendhunter.com/trends/unwell-energy-drinks.md) - [Drinkable Mayonnaise Beverages](https://www.trendhunter.com/trends/nomu-mayo.md)